• Loading stock data...
Monday, June 23, 2025

How Thor And Spider-Man Helped Turn Around Mets’ Attendance

Sep 28, 2019; New York City, NY, USA; Fans and teammates cheer as New York Mets first baseman Pete Alonso (20) hits a solo home run against the Atlanta Braves during the third inning at Citi Field. The home run was his 53rd of the season breaking the rookie record for home runs in a single season. Mandatory Credit: Brad Penner-USA TODAY Sports

Two years ago, Mets EVP and Chief Revenue Officer Lou DePaoli started to notice that visitors to Citi Field were reacting well when the team shared the spotlight with superheroes.

On July 22, 2017, New York worked with Marvel to create a Thor bobblehead centered around pitcher Noah Syndergaard. With first pitch scheduled for 7:10 p.m., fans lined up hours beforehand – and by 5:40, all 15,000 bobbleheads were handed out.

That success in driving attendance led the team to look to deepen its partnerships with other relevant pop culture brands.

“If you partner with something culturally relevant to people, you have a win-win recipe regardless of what’s happening on the field,” DePaoli said.

Another successful way the Mets engaged with their fanbase was through Marvel’s iconic Spider-Man character. Given his Queens roots, Citi Field hosted Marvel Superhero Day on July 7 – where the first 25,000 fans received a limited edition Spider-Man bobblehead. Based around the July 5 movie-release date of Spider-Man: Far From Home, an event like this is what maintains the Mets’ local connection with its fans – even if they haven’t found consistent on-the-field success.

“I can’t control what happens on the field,” DePaoli said. “It’s up to us – as the business people – to ensure that we’re providing the right combination of entertainment value that keeps fans coming here for those inevitable lulls and then to maximize their attendance when things are red hot.”

During the first half of the 2019 campaign, the Mets’ theme nights featured collaborations with WWE, HBO, Star Wars, Stranger Things, Seinfeld – and of course, Marvel. These unique events are what DePaoli says helped the team sell out seven games and eclipse 40,000 in attendance this season.

Those theme nights, paired with a strong finish to the season on the field, helped the Mets achieve an 8.4% increase in attendance year-over-year, which was the fourth-biggest attendance rise in MLB this season. Only three other teams – the Phillies (+26.5%), Twins (+17.4%), and Padres (+11.6) – saw more growth year-over-year.

In total, the Mets had 2,442,532 fans come out to Citi Field, an average of 30,531 per game. That compares to 2,224,995 and 28,164 total and average home fans in 2018, respectively.

“I think the Mets have done a good job because they haven’t necessarily been the most historically successful franchise in terms of World Series victories,” said Sam Yardley, senior vice president of consulting at Two Circles, WPP’s property-facing agency. “They’ve had to cultivate this fan base – and the sense of belonging that I think is quite unique to [Flushing Meadows].”

READ MORE: Another Year Of Declining Attendance: How Worried Should MLB Be?

After an encouraging start to the 2019 season, the Mets entered the All-Star break at 40-50 – closer in record to the last-place Miami Marlins than the NL East-leading Atlanta Braves. 

From there, DePaoli and his staff started emphasizing more fan-friendly ticketing and promotional deals – unsure of what it’d lead to. When the Mets wrapped up their year with a 7-6 win over the Braves on Sept. 29, they finished with an MLB-leading 27-10 record after the All-Star break. 

Of course, DePaoli knows that team performance ultimately carries the most weight when it comes to attendance fluctuation. As New York went on its 27-10 run to end the season, rookie slugger Pete Alonso emerged as one of the biggest stories in MLB. By the All-Star break, he had smacked 30 home runs and was named as a participant in the 2019 MLB Home Run Derby on July 8.

On that nomination alone, DePaoli unveiled a ticket offer tied to Alonso’s performance that night. For the remainder of the season, fans had 50% off discounts to certain Mets games. But with every home run that Alonso hit during the Home Run Derby, New York would add a 10% discount to those tickets.

Alonso then responded with 57 homers to the 2019 MLB Home Run Derby over Vladimir Guerrero Jr. of the Toronto Blue Jays. Luckily for DePaoli, the Mets capped the total game discount at 80% in various areas around Citi Field. With Alonso ending 2019 as the league-leader in home runs with 53, it gave people – regardless of their baseball interest – reason to attend Mets games. 

“People – whether they’re a Mets fan or not – wanted to go out to Citi Field and they want to see [Pete] Alonso,” MLB EVP of Business and Sales Noah Garden said. “They wanted to see what everybody’s talking about, the power on display. It has an effect not only with the people that had a strong affinity to the Mets and their core fans, but also folks coming in from out of town wanting to see what everybody’s talking about.”

Another factor that led to the Mets’ gradual increase in in-stadium traffic was diversifying its ticketing packages. One new plan rolled out in 2019 was the Amazin’ Mets Pass – a digital-only monthly subscription. For $39 a month, it gives fans access to Citi Field – on a standing-room-only basis – to any game during the season except Opening Day and the Subway Series with the New York Yankees. 

It became so popular that DePaoli says it added significantly more recent customers to the Mets’ sales system. By seasons end, nearly 90% of Amazin’ Mets Pass subscribers were new to their database, he added.

“People were starting to figure out: even though the team wasn’t playing well, they liked what they saw,” DePaoli said. “They liked Pete [Alonso], they liked Jeff McNeil, they liked JT Davis, they liked where we were going.”

READ MORE: Cards’ Offseason Changes Help Attendance Numbers

While DePaoli satisfied with what he saw from the Mets’ 2019 attendance, challenges lie ahead. The 2019 MLB season experienced a double-digit rise in single-game ticket sales, but season ticket sales have been trending downward. It’s not only an issue afflicting the league, but teams as well – and something he doesn’t want the Mets to suffer from in future years.

“Season tickets are the lifeblood of your franchise,” DePaoli said. “Ours is still a solid number – but it’s dipped the last couple of years and we need to make sure that we’re turning that back up in the right direction.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

exclusive

Chip Caray Will Not be Suspended for Accidental Homophobic Slur: Sources

The verbal stumble was followed by over 30 seconds of silence.
John Fisher

A’s Owner John Fisher Eyes MLS Exit Ahead of Billion-Dollar Vegas Project

The Earthquakes owner said he had hired a bank for a sale.

Rays on Verge of $1.7B Sale Following Stadium Deal Collapse

The team’s owner walked away from a stadium deal just months ago.
Jun 16, 2025; Omaha, Neb, USA; Arkansas Razorbacks starting pitcher Gage Wood (14) celebrates completing a no hitter against the Murray State Racers at Charles Schwab Field.

College World Series Enters Cinderella Era

A series of upsets gives the fast-growing event a new look this year.

Featured Today

Mar 15, 2025; Fort Worth, TX, USA; UAB Blazers forward Yaxel Lendeborg (3) dribbles the ball upcourt against the North Texas Mean Green during the first half at Dickies Arena

NIL Is Shrinking the Pool of NBA Draft Entrants

Agents are now advising many players to stay in school.
Apr 24, 2025; Green Bay, WI, USA; Penn State Nittany Lions defensive end Abdul Carter on the red carpet before the 2025 NFL Draft at Lambeau Field
June 21, 2025

‘More Is More’: The Elite Luxury Jewelers Decking Out Athletes

Meet the elite group of luxury designers crafting the biggest statement pieces.
Dec 5, 2024; Miami, FL, USA; FIFA president Gianni Infantino presents the FIFA Club World Cup trophy during the Club Word Cup draw at Telemundo Studios.
June 15, 2025

Revamped Club World Cup Is FIFA’s Billion-Dollar Gamble

The revamped soccer event debuts amid controversy.
Jun 10, 2025; Nashville, Tennessee, USA; United States head coach Mauricio Pochettino stands during the anthem against the Switzerland during the first at Geodis Park
June 14, 2025

Gold Cup Is Complicated for USMNT—but U.S. Soccer Has Its Eyes on..

Uncertain tournament success isn’t fazing forward-looking U.S. soccer.
Sponsored

Game the Green: Transforming Fan Experiences at TPC Sawgrass

As fans gather at THE PLAYERS Championship, Comcast Business will be keeping spectators and the PGA TOUR connected like never before.
October 8, 2024

NBA GMs Rank Salary-Cap Apron As Rule That Needs to Change Most

Schedule changes finished second with 17% of the vote.
February 3, 2025

Super Bowl Ticket Prices Crash As Hotel Rooms See Historic Rate Hike

Prices sink by about 30%, due in part to a lodging crunch.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Ted Leonsis unpacks basketball’s global rise, media rights, and portfolio ownership.
September 8, 2024

US Open Breaks Attendance Record

Top-seeded Jannik Sinner beat No. 12 Taylor Fritz in straight sets Sunday.
Sponsored

Mastercard’s Foodies & Fairways: Where Golf Meets Gourmet at the TOUR Championship

This year’s TOUR Championship in Atlanta isn’t just about world-class golf—it’s also a celebration of local flavors.
July 18, 2024

Loyal WNBA Fans Hit With Enormous Season-Ticket Price Hikes

Some season-ticket holders are seeing their prices doubled.
July 16, 2024

CONMEBOL, Hard Rock Stadium Continue Trading Blame Over Copa Disaster

Each blames the other for the security madness at Sunday’s final.